Bernina vs Singer:Which is more popular?
In September 2026, Bernina had more branded searches than Singer among bobbin case brands in New Zealand. Bernina had about 900 branded searches, while Singer had 390. Bernina made up 44.3% of all bobbin case brand searches we track, and Singer accounted for 19.2%. When we asked ChatGPT and Google AI Overviews about bobbin case brands, Singer appeared in all five answers and Bernina in one. Singer was mentioned before Bernina in every answer.
Who do people search for more?
Bernina, about 2 searches for every 1 for Singer
Who does AI mention more?
Singer, mentioned in every answer we collected
Who does AI recommend more?
Singer, named ahead of Bernina in every answer
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Top bobbin case brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Singer appeared in all five answers. Bernina was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Singer was listed before Bernina in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Singer5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
JUKI5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Brother4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Janome3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Bernina1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Pfaff1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
See every answer about bobbin case brands
5 answers
Asked ChatGPT
“Which bobbin case brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best bobbin case brands in New Zealand?”
Asked ChatGPT
“What's the best bobbin case brand in New Zealand for a sewing machine repair?”
Searched Google, AI Overview
“sewing machine bobbin case”
Searched Google, AI Overview
“sewing bobbin case”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.
Is Bernina or Singer more popular in search?
This chart shows how often people search Google for Bernina and Singer by name. Each line represents a brand's share of searches for all six bobbin case brands we track, month by month, from searches in New Zealand.
Share of searches by month for Bernina, Singer. The figures are in the table below the chart.
View monthly share of searches table
| Month | Bernina | Janome | Singer | JUKI | Pfaff | Brother |
|---|---|---|---|---|---|---|
| Oct 2025 | 45.7% | 33.7% | 14.7% | 2.7% | 2.7% | 0.54% |
| Nov 2025 | 45.6% | 33.5% | 14.1% | 2.4% | 3.4% | 0.97% |
| Dec 2025 | 46.9% | 35.7% | 12.1% | 2.4% | 2.4% | 0.48% |
| Jan 2026 | 45.6% | 33.3% | 14.9% | 2.2% | 3.1% | 0.88% |
| Feb 2026 | 45.9% | 34.8% | 12.1% | 3.4% | 3.4% | 0.48% |
| Mar 2026 | 45.3% | 30.7% | 16% | 3.3% | 4.2% | 0.47% |
| Apr 2026 | 45.2% | 32.4% | 15.2% | 3.3% | 3.3% | 0.48% |
| May 2026 | 45.2% | 34.5% | 14.3% | 2% | 3.6% | 0.4% |
| Jun 2026 | 43.9% | 33.1% | 16.7% | 2.9% | 2.9% | 0.42% |
| Jul 2026 | 41.4% | 32.9% | 19.4% | 2.3% | 3.2% | 0.9% |
| Aug 2026 | 41.9% | 37.3% | 15.7% | 2.1% | 2.1% | 0.85% |
| Sep 2026 | 44.3% | 31% | 19.2% | 2.5% | 2% | 0.99% |
How has the Bernina and Singer comparison changed over the last 12 months?
3 findings
- Bernina was ahead of Singer in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Bernina’s share of searches among bobbin case brands in New Zealand moved from 45.7% to 44.3%, and its estimated monthly branded searches moved from 840 to 900.
- Across the 12 months ending September 2026, Singer’s share of searches among bobbin case brands in New Zealand moved from 14.7% to 19.2%, and its estimated monthly branded searches moved from 270 to 390.
How did search popularity change for New Zealand bobbin case brands in September 2026?
2 changes
In September 2026, Singer gained share of searches among bobbin case brands in New Zealand, from 15.7% to 19.2%.
In September 2026, Bernina gained share of searches among bobbin case brands in New Zealand, from 41.9% to 44.3%.
How are branded searches counted?
11 search terms
Brandwave collects information about searches that people make online using Bernina’s and Singer’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
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